Belgo / Vietnam / 2022Experiential
Beer Upgrade.
Craft beer brand Belgo let drinkers swap any mass-market beer for one of its own via a vending machine in Ho Chi Minh City.
- Brand
- Belgo
- Agency
- Happiness Saigon
- Market
- Vietnam
- Region
- Global
- Year
- 2022
The challenge
Belgo costs several times more than mainstream lagers, so drinkers were reluctant to risk trying it.
The idea
People brought cheap beers bought nearby to a machine that exchanged them for a Belgo craft beer. The swap also ran in Belgo pubs, where any can could be traded for a fresh draught, turning competitors' products into the sampling currency.
Case study source: Activation Ideas Source ↗
